2010 Second Quarter Analysis Of Sports Apparel Netizens Characteristics

Men and post-80s are more concerned Local brand

Consumers are the most important resources of enterprises and the foundation of their survival. With the rapid development of Internet, the number of Internet users is becoming larger and larger. In the 2010 Q2 sportswear industry report released by Baidu data research center, the basic situation of Internet users (sportswear netizens) who paid attention to sportswear in the second quarter of 2010 was analyzed to help sports apparel enterprises formulate marketing strategies accordingly.

follow Sportswear Netizens in Guangdong and Beijing are the most.

Statistics in the second quarter of 2010 showed that over 20% of netizens in Guangdong and Beijing were concerned about sports wear. Guangdong has become the largest province of sportswear users. The proportion of Internet users is 13.14%, which is higher than that of all netizens in the region. Beijing has become the second largest network of sportswear users, accounting for 8.56% of Internet users, which is 3 percentage points higher than that of all netizens in Beijing. At the same time, Shandong (7.13%), Jiangsu (6.01%), Zhejiang (accounting for 5.91%) and other areas are also the main places for sportswear users.

Among them, sportswear users who focus on international brands are mostly concentrated in economically developed areas, such as Guangdong, Beijing, Zhejiang and Jiangsu; while sports apparel users who focus on local brands are mainly concentrated in Shandong, Henan, Hebei and other regions, where the total population is large, but the economic development is relatively weak.

The overall interest of sportswear users is partial to entertainment and leisure, focusing on video / video, games, entertainment and entertainment. The proportion of video and video accounts for 48.46%, while that of games and entertainment accounts for 27.14% and 24.95% respectively. Compared with the Internet users' interest preference, the interest of local brand users in investment and entrepreneurship is significantly higher than that of all netizens, while the concern of international brands on sports and related content is significantly higher than that of all netizens.

Focus on local brands Male Internet users Nearly 71%

The overall gender distribution of sportswear users is quite different. Men account for 62.76% and women account for 37.24%. There are obvious differences in the gender composition of netizens among different brand attributes. The proportion of male users in local brands is as high as 70.99%, while that of women is only 29.01%, while among international brands, 59.30% are men and 40.70% are women.

Sportswear users are younger and more energetic, and 80 and 90 become backbone, but their brand attributes are different, and age structure also has obvious differences. Statistics show that the difference between the 80% and 90% of the local netizens is more obvious, accounting for 59.28% and 37.07% respectively. The difference between the 80% and 90% of the Internet users is significantly reduced. The proportion of post-80s and post-90s is 52.22% and the proportion of post-90s is 45.51%. Mei Xicheng's most concerned star

According to the cross analysis of Internet users' search behavior in the second quarter of 2010, netizens of sports stars were most concerned about Jay Chou, and the search volume accounted for 5.05%; Kurarai Sora ranked second in 3.83%; Yang Mi ranked third in the new generation of women after 90, accounting for 2.76%; Andy Lau and BY2 ranked fourth and fifth respectively.

In 2010, soccer became a worldwide topic and attracted much attention from netizens. The data analysis of the second quarter of 2010 showed that among the football stars, the most popular player was Messi, accounting for 9.05%; C Luo ranked second in the search volume of 7.68%; former England captain Beckham was also highly concerned, accounting for 6.42%, ranking third. Korean striker " Rooney Zheng also became one of the most popular soccer stars in sports apparel, accounting for 3.50%, ranking sixth in the list.